Confirmed: Apple now price-matches any item in its stores

In the past, Apple hasn't had a very aggressive price-matching policy. Just in …

When it comes to its retail stores, Apple has traditionally refrained from playing the price-matching game. While you usually won't find much more than $5 off a $1,299 MacBook at a reseller or a free printer that no sober techie would use in the first place, the only price-matching policy Apple has offered in the past covers post-sale products with a fairly industry-standard time frame of 14 days after purchase. But now, just in time for the holidays, the company has finally decided to get in the retail ring.

Tipped off by a post at ifoAppleStore, Ars Technica has confirmed with two Apple Stores that the company has a new policy of price matching with other authorized resellers. The policy also covers all products that Apple carries—not just Macs, iPhones, and iPods—so things like hard drives, MacBook backpacks, and other accessories are all fair game now. Periodic sales like the those at Amazon or the $50-$150 off deal that Best Buy just announced can all be used to get a good price. Apple's conditions for matching a competitor's price include the product being in stock and having the same model number, and Apple will even compete against web prices.

Call it a second wind after opening its 250th retail store, or call it the need to lure in more customers during rough economic times. Regardless, Black Friday is no longer the only day to get a good deal from Apple stores without having to sign up for some kind of bundle.

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